How Jack Dorsey’s Plan to Get Elon Musk to Save Twitter Went South

Musk told his staff he couldn’t understand why things had already gone sideways. He’d spent his first full week as Twitter’s “Chief Twit” kowtowing to its most important advertising partners. He’d flown his Gulfstream to New York for a slate of meetings that included advertising industry heavy hitters like WPP’s Mark Read and Horizon Media’s Bill Koenigsberg. NFL Commissioner Roger Goodell had visited Twitter’s office in Chelsea, where Musk promised him in person that Twitter would still be a safe place for the league’s valuable highlight videos.